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Marketing your
youth sports
programs Are your results reflective of your goals and efforts?
John Engh Chief Operating Officer
What is “marketing” and how does it
apply to youth sports???
Developing a Marketing Plan
Marketing your youth
sports programs
Marketing your youth
sports programs
Marketing Realities
1. Marketing is REAL for you
2. There is no GENERAL PUBLIC
3. Build your own MEDIA empire
4. Everyone is ONLINE
5. Your BRAND is who you are
6. TIME is your most important asset
7. The BASICS are the most important
8. Never QUIT
Marketing your youth
sports programs
The REAL Definition of
Marketing
The Marketing Mix – the four P’s
1. Product
2. Price
3. Place
4. Promotion
Or is it 5 P’s? – POLICY
Which of these is most important in the youth sports world?
Marketing your youth
sports programs
Marketing your youth
sports programs
Another “P” - Perception
Product
Take a couple minutes to discuss your
product…
Elements of your products
Facilities
Uniforms
Instructors/Coaches
Play Structure
Price
Is pricing related to participation in your
program?
How do you determine pricing for your
programs?
Do your participants reflect your
community?
Place
Where are your facilities?
How important is their location to your
registration numbers?
Are you attracting ALL of the play with the
range of those facilities?
Are you targeting your participants based
on the location of these facilities?
How are you registering your participants?
Promotion
Share up to five ways that you promote
your programs.
Examples:
Online
Postings
Other?
The 5th P…
Policy
What policies currently affect the
marketing of your programs?
Think about the 4 P’s
What policies if implemented would
benefit your programs?
Mandates on training
Field use restrictions
Implementing published standards
Elements of a Marketing Plan
1. Goals
2. Analysis
3. Audience
4. Message
5. Tactics
6. Budget/Staffing
7. Metrics/Analysis
Marketing your youth
sports programs
Goals
What are our goals with our youth sports
programs?
1. Present a mission statement that reflects
your goals for your programs.
2. List three specific goals for your programs.
Marketing your youth
sports programs
Analysis
Marketing your youth
sports programs
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Marketing your youth
sports programs
Audience
Multiple Audiences
Participants
Stakeholders
Leaders
Volunteers
Target Each
Specifics
Incentives
Pricing
Marketing your youth
sports programs
Message
Marketing your youth
sports programs
Message
What are some messages that we should
promote that would encourage
participation?
“Save the Puppy”
What is YOUR “Save the Puppy?”
Marketing your youth
sports programs
Tactics
What are you doing now?
Future
Define your communication channels
Take your message to your audience
Be a Social Media expert – or hire one!
Marketing your youth
sports programs
Marketing your youth
sports programs
Budgets/Staffing
Are there any financial resources keeping
you from implementing a plan?
What are your options for getting
resources if needed?
Prioritize the parts of the plan that need to
happen immediately
Short term
Long term
Marketing your youth
sports programs
Metrics What measures are available to you to track
your plan’s effectiveness?
What would you like to track?
Watch & Listen!
Focus groups
Email statistics
Survey
Web stats
Social media growth
Attainable Goals!
Marketing your youth
sports programs
The Down & Dirty
Who are we trying to reach?
What is our message?
What is the best delivery method?
Marketing your youth
sports programs
Short Term
What are 2-3 immediate ideas that you
would like to implement from today’s
discussion?
Marketing your youth
sports programs
Marketing your youth
sports programs
Don’t Quit!
Marketing your youth
sports programs
John Engh
Questions??
